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PepsiCo

1.
Understanding the Identifying the challenges Understanding the givencorporate brand PepsiCo for PepsiCo target group Designing the Understanding theIdentifying the new age communication plan for positioning of PepsiComedia to implement the the stakeholders & the products in the minds ofcommunication plan target group the given target group Identifying ways toImplementing the Identifying strategic establish strongercommunication plan by partners and the connect with PepsiCo ‘strans-media storytelling expected benefits sub-brands

6.
 Belongingness & Reassurement So,  Nourishment Current PepsiCo consumers are younger  Achievement are driven by achievement  Enjoyment want to enjoy life This will also attract Consumers whoFor “good for you” & “better for you” brands are more matureFor “treat for you” brands are more emotionalFor all PepsiCo sub-brands believe in long term relationship

9.
How we will benefit from it ? It’s implementation Increment in consumers base of PepsiCo Goal Setting Increased number of loyal consumers of Identification of the right mediaPepsiCo products Mapping the sub-brands to consumer Increment in per capita consumption of psychographicsPepsiCo products Choosing the effective channel Activation It’s key features Transmedia Storytelling different stories, same theme different stories , different media convergence Participative campaign stakeholders contribute to the brand narrative open source ideation Authenticity

13.
Pepsi . Beverage reveals a 10 digitMy-card crown alphanumeric code My-card holder can SMS the code on toll-free number to increase his account score by 50 pointsMust for becoming part of “Pepsi-gang”Offered at the selected retailers in every cityOn the purchase of beverages worth Rs.500within a stipulated time frame. My-card holder needs to Pepsi register his card number at Academy by SMSing the details online Online Pepsi-gang is created account with an opening score of 100

14.
A “Pepsi lounge” opened in every major city “My-card” holders feel the “Pepsi” belongingness exclusive PepsiCo products would be servedCard holders with high scores get premium benefits free passes for movies, cricket matches goodies signed by PepsiCo ambassadorsRegular events organized celebrate victories of India in international sports visits by brand ambassadors celebrate special days like Environment day

15.
Pepsi Academy will be online at http://www.pepsiacademy.comIt will conduct contests based on current campaigns of Pepsi blogging ad-making slogan writing guess the end of ad gaming Online contests: on www and mobile web Mobile based contests: entry will only be accepted through mobileOnly registered users would be eligible to participate in the contests winners awarded hard-copy merit certificates by Pepsi Academy their account score increasesThere will be articles on current issues by PepsiCo brand ambassadorsThere will be stories posted by users the chosen ones will be later published in the newspaper

16.
To create buzz, website would also feature Window of fame showing the picture & details of highest account score holder A graffiti wall where any user can post pictures or videos content would be moderated PepsiCo ads for different media in the form of story telling presented as a part of the larger story Linkage with social media websites “Pepsi Academy” updates posted on the homepage/ wall of members Voting platform polls on the best solutions to “guess the end of ad” polls on interesting topics

18.
OOH Screens would be placed: at toll gates on major highways in amusement parks in sports stadiumsConsumer participates by sending SMS’s to thegiant screen put up by PepsiCoOthers can build up on that by sending reply SMSsContent would be moderated for public display

19.
TV can be used as a new age mediawith new engagement models Web link would be promoted for behind-the-scenes footage of the ad Specially designed PepsiCo ads would be broadcasted in the form of story telling the larger story would end in speculation viewers would be prompted to guess the ending viewers would take clues from other sub-stories posted on different media best voted solution would be awarded

20.
A column space would be bought in leading newspapers the weekly column “Joy of sharing” would be published on Sundays it would include refreshing stories of “My-card” holders selected by Pepsi academy picture of the chosen member would be published mobile number of the writer may also be published, so that readers can send congratulatory SMSsBest “writer of the month” will have his story and picture printed on the Pepsi cans

21.
Install new Pepsi vending machines in 100 select cities at airports at railway stations in malls Put print ads in malls at cyber cafes at ATMsto prompt user to register with Pepsi academy Print Pepsi logo on the back of ATM receipts, which can be exchanged at Pepsi Lounge for account score Provide incentive to cyber café owners for setting the home page to http://www.pepsiacademy.com

22.
A better AEventsthealllong new spiritsub-stories A greatGalvanize refreshing age the consumer Celebrate ourdelightfulof allbrands Pepsi year Celebrate year to all buzz converges & great across connect themedianext opportunity the new to of more winners Pepsi lounges Showcase the brand for theA one of its kind celebration that brings together all stakeholders and stories.

23.
 India wins lots of medals in the  But there is a theft in the Indian  The detective comesCommonwealth games camp He finds a piece of paper that He gets a clue that medals are Guess the medal, city & sportwas mistakenly left by the thief hidden in different cities Win a seat in the finals

24.
Web 2.0Product Mobile (Pepsi Academy & Social Media) India’s Boxing Gold medal is in Delhi Different media Different sub-stories One main story

26.
Travel Reward Campaigns Invitation from Pepsi to the youth, to participate in campaigns like Primary education Environment protection Business Regular business trivia and tips through mobile & Travel websites The highest account scorer webwill require “My- of the month will get acard” number chance to work as an external The receipt will consultant to Pepsi Musichave “Pepsi” logo Selected songs will be Receipts will be made available on Pepsiredeemable at the And … Academy for free downloadairports for a 500 mlPepsi Pepsi Day for all

28.
Environment RSS feeds Magazines “Lays green toolbar” would beintroduced It’ll feature-- Green dictionary-- Green games-- Links to other green websites & PepsiAcademy website Run a column on the emerging lifestyle of the youth Social media Column named “vote for Notify Pepsi Academy Send the updates from members about updates your lifestyle” would run Pepsi Academy website to on the website through on the lines of “vote for the homepage/wall of all RSS feeds your flavor” the members

30.
Games Blogs Engage consumers through online blogging on Pepsi Academy websites on topics like -- “Current challenges for India” for Politically conscious positivists -- “Life is an adventure” for Independent minded consumers Comics Engage consumers through Engage consumers online comics, whose mainthrough online character is very adventurousadventure games Make the comics freely Scores would be available on Pepsi Academyadded to the “My- websitecard” account Post the link to various social media

34.
Kukure ads prompt viewers to post “Umm…meter” created to Recipe owner would campaign their recipes on Pepsi academy test taste of all recipes to get maximum votes“Umm…meter” updates sent Top 3 recipes reviewed by Winner’s recipe as new flavor, on members’ homepage Kurkure team photo & recipe on the pack

35.
Online travel agencies Travel generates $1600 Million revenue through internet Regional languages Regional language sites have grown to 34% of online market Online social media 25 million unique social media usersan opportunity social networking growth at 36% to connect better Search engine to be where the consumer is 73% of internet users search the web 1+ Billion queries per month